COUPA SOFTWARE · IBERIA
Activating the Iberian Partner Ecosystem for Commercial Execution
Spain & Portugal · Partner GTM · Channel Sales · Ecosystem Development
When Henrique took responsibility for Coupa’s partner business across Spain and Portugal, the ecosystem had significant potential but uneven levels of commercial activity. The objective was to make it more commercially productive through partner activation, selective ecosystem expansion, clearer GTM roles and stronger pipeline discipline.
Management Assessment
Independent validation of performance and operating style
“Henrique has delivered strong performance throughout FY26, demonstrating consistent alignment with Coupa’s Core Values and contributing significantly to the development of the Iberian partner ecosystem.”
“He has effectively combined strategic insight, partner engagement, and internal collaboration to establish a strong foundation for channel growth.”
The same formal review also recognised Henrique’s initiative, ownership, rapid transition from onboarding into active contribution and the trust established with internal stakeholders and external partners.
The challenge
Dormant relationships and uneven commercial engagement
Some established relationships were dormant or underutilised. Other partners had strong consulting or delivery capabilities but limited commercial engagement. There were also gaps in market coverage and reseller capability that required selective development of new relationships.
The objective
Activate the right partners around clear commercial roles
The goal was not to increase the number of partner logos. It was to activate the right partners, improve commercial discipline and create a more productive partner-led operating model across Spain and Portugal.
What changed
A more focused operating model for the Iberian ecosystem
Commercial Impact
From ecosystem activity to measurable pipeline
Approx. $2.5M
Partner pipeline created during Q1 FY27
30
New partner-linked opportunities created during the quarter
$305K
Q1-created pipeline progressed to Stage 2+
$3.44M
Total open partner-linked pipeline tracked by late May 2026
The emphasis was pipeline creation and progression discipline across Spain and Portugal, without treating early-stage pipeline as closed revenue.
Henrique's role focused on partner activation, differentiated GTM execution, pipeline governance and alignment with Sales and other internal teams across Spain and Portugal.
Pipeline creation was not treated as the same thing as forecastable revenue. A significant proportion remained early-stage, so the next operating priority was qualification, Stage 2+/3+ progression and improved forecast visibility.
Henrique deliberately separated pipeline volume from pipeline quality rather than treating every newly created opportunity as equivalent commercial value.
BROADER ECOSYSTEM EXECUTION
Connecting partner GTM to the wider commercial organisation
The work extended beyond partner activation and pipeline reviews. Henrique worked across Sales, Value Advisory, Pre-Sales, Alliances, Marketing, Operations and Enablement to align partner activity with wider commercial priorities.
This cross-functional approach helped connect partner strategy with account planning, sales execution, enablement, events, opportunity progression and regional go-to-market priorities rather than managing the ecosystem as a separate channel.
Henrique also supported LATAM-based partners expanding into Iberia, helping them establish local market presence, develop their regional go-to-market approach and use Iberia as a platform for broader EMEA growth.
Experience in practice
What this experience demonstrates
This experience reflects how Henrique approaches partner and channel environments where commercial potential exists but execution needs to become more structured.
- Identifying gaps in an existing ecosystem
- Reactivating underutilised relationships
- Selectively adding new capabilities
- Defining differentiated partner GTM motions
- Aligning partners with direct sales teams
- Creating pipeline governance
- Improving qualification and forecast discipline
- Connecting enablement with commercial outcomes
- Coordinating cross-functional stakeholders
- Building trust through clear ownership and follow-through
The objective is not the size of the ecosystem.
It is whether the right partners are activated, aligned and producing measurable commercial outcomes.
Recruiter CTA
Looking for a senior partnerships, alliances or channel leader?
For senior full-time roles in Strategic Partnerships, Alliances, Channel Sales, Partner GTM or Partner Management, contact Henrique directly.